الابتكار التسويقي كأداة لتحقيق المزايا التنافسية للمؤسسات الاقتصادية : عرض تجارب بعض المؤسسات

Abstract EN

This paperaimed to identify marketing innovation as one of the strategies that economic entreprises can rely on to achieve competitive advantages.

This is in the light of the rapid developments in the marketing environment, which necessitated the improvement and innovation in the components of the marketing mixture, in order to ensure survival and growth.

The paper was supported by experiences of some entreprisesthat were able to achieve competitive advantages, enhance their competitive position, and increase their market share due toapplying marketing innovation concept.